Dec 17, 2019
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Lawless Beauty secures minority investment from Cult Capital

Dec 17, 2019

Clean cosmetics brand Lawless Beauty has secured a new minority investment from growth equity firm Cult Capital, formerly known as JMK Consumer. 


The “significant” but undisclosed amount of capital will be used for product innovation, team expansion, and marketing efforts, and for deepening the brand's relationship with Sephora -- its distribution partner since 2018. 

Founded in 2018 by Annie Lawless, Lawless Beauty provides certified clean cosmetics—products that avoid toxic ingredients—that offer the full coverage of equivalent high-quality makeup, which may contain harsh ingredients.

Prior to the beauty brand, Lawless got her entrepreneurial start as the founder of Suja Juice, a cold-pressed juice brand, which sold a minority stake to Coca Cola for $90 million in 2015. Since founding the juice company, Lawless has also gained a following as a New York Times bestselling author. Currently, she entertains an audience of 196,000 followers on her personal Instagram and 47,700 via the Lawless Beauty Instagram page. 

Lawless Beauty products are currently available through all Sephora doors, on sephora.com and via the brand’s website.

"Annie is such an inspiring individual and we are delighted by the opportunity to partner with her and the Lawless team,” said Sarah Woelfel, co-founder and partner at Cult Capital. “When building a Cult Brand, partnership is key, and partnership is what we found with Annie Lawless."

"Cult has a deep understanding of what it takes to create a lasting brand name, and a has unique eye for the beauty space,” Lawless said. “Cult has the experience and partnership I needed to authentically scale my brand."

Founded five years ago by John Kenney and Sarah Woelfel, Cult Capital focuses on ‘cult’ consumer brands with extremely engaged and committed customer bases.

In addition to Lawless Beauty, the Cult Capital portfolio includes skincare brand Supergoop!, vegan cheese brand Miyoko's and direct-to-consumer medical apparel brand Jaanuu. 

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